A brief presentation from the CASE Europe Annual Conference 2011. The presentation looks at what the mobile channel actually is, with some statistics surrounding smartphone usage in teenage demographics. It is then followed by some cross sector showcase examples of mobile apps, followed up by a Dragons' Den style showcase of potential apps that would serve good value within the education sector. The presentation finishes with an approach for getting started with the mobile channel.

1. Getting the Formula Right: Success through the mobile channel Nicholas Oliver, Creative Technology & Account Manager CASE Europe Annual Conference 31 August 2011

2. early adopter #ceas2011 @precedentcomms @nicoliver86

4. What is mobile? Showcase Dragons’ Den Getting started

5. What is mobile? Showcase Dragons’ Den Getting started

7. address bookLength: 1’ 1” £2,440 £11,800

9. pager

10. emailLength: 9” £548 £870

12. video

13. 3d gamesLength: >5” £250

14. Source: eConsultancy 2011 6.9 billion 1.6 billion 1.2 billion 1 billion

15. Source: eConsultancy 2011 6.9 billion 5.2 billion 1.6 billion 1.2 billion 1 billion

16. Source: Portio Research, January 2011 In 2001, 20 billion SMS messages were sent worldwide.

17. Source: Portio Research, January 2011 In 2001, 20 billion SMS messages were sent worldwide. 6.9 In 2010, SMS sending increased to trillion

18. Source: National Literacy Trust 85% 73%

19. Source: Motorola June 2010 1in10 people have a phone that is kept secret from other family members.

20. Source: Telenav 2011 Almost half of teen smartphone users claim to use it in the bathroom/toilet

21. Source: Telenav 2011 1in3 would be more willing to give up sex for a week than their mobile phone

22. who what is using

27. Global share of smartphone sales by OS Share of worldwide 2011 Q2 smartphone sales to end users by operating system. Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner

28. Global share of smartphone sales by OS Share of worldwide 2011 Q2 smartphone sales to end users by operating system. Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner

29. Source: Canalsys In fact, is growing 886% YoY

30. Smartphone brand choice amongst users

31. Smartphone brand choice amongst teenagers Source: Ofcom omnibus research, March 2011 Base: Total GB adults aged 16+ with a smartphone (n = 474). Total GB teens aged 12 – 15 with a smartphone (n = 243)

32. Smartphone brand choice ABC1 / C2DE Source: Ofcom omnibus research, March 2011 Base: Total GB adults aged 16+ with a smartphone (n = 474). Total GB teens aged 12 – 15 with a smartphone (n = 243)

33. Source: Ofcom Omnibus Research March 2011 41% of teen smartphone users are on a contract

35. Hype Cycle - 2011

37. QR codes

39. QR Code Hype Cycle Interpretation

40. Mobile only Internet growth prediction 14 m

41. Mobile only Internet growth prediction 788 m 14 m

42. 57%

45. mobile website

47. Basic HTML/CSS

49. web app mobile

51. Basic HTML/CSS

52. Requires signal/connection

53. Modern smartphones

54. Device specific functionality

56. mobile native app

58. Basic HTML/CSS

59. Requires signal/connection

60. Modern smartphones

61. Device specific functionality

62. HTML5 locally cached data

63. Custom app per device / OS

64. Full native hardware access

66. What is mobile? Showcase Dragons’ Den Getting started

71. Link to BEP 360 review video http://www.youtube.com/watch?v=50p1HVdHQu8

74. Link to Nike+ TAG advert http://www.youtube.com/watch?v=nlwNvCEFL8A

75. What is mobile? Showcase Dragons’ Den Getting started

83. University of

86. What is mobile? Showcase Dragons’ Den Getting started

92. “If you don’t know me mobile by now, you will never nevernever know me mobile” Source: Simply Red, Manchester

93. “Put your best people on mobile” Eric Schmidt, ex-CEO Google

94. Thank you Questions? CASE Europe Annual Conference 2011 Nicholas Oliver – Creative Technology & Account Manager @precedentcomms / @nicoliver86